An Introduction to LinkedIn Advertising

An Introduction to LinkedIn Advertising

Known as the social media network for professionals, LinkedIn now has about 550 million members.

What’s more, an incredible 260 million users log in each month, making this a great place to reach your ideal clients.

Here’s an introduction to LinkedIn’s self-service Ad feature, to target your ideal prospects.

✅ Follow me to get notifications of new posts and articles

There are three main types of LinkedIn ad products to choose from: Sponsored Content, Sponsored InMail and Text Ads.

Sponsored Content ( is the most popular ad product on LinkedIn, and is great for running native ads across your news feed to attract an audience that is ready to do business with you.

These ads run across both desktop and mobile to help you drive leads, nurture important relationships, as well as build brand awareness.

Once published, your content will appear on your Company Page and in the news feed of your followers.

My clients often ask which type of content is best for maximum visibility: I recommend that you post any type of format, but make sure it’s quality content, relevant to your target audience.

✅ Share this article with your network, so they can use LinkedIn more effectively too

A further option available to you is Sponsored InMail (

With this product you can send personalised messages to people within your network that matter to your business.

Sponsored InMail allows you to drive conversions with specific product and service promotions, promote downloads of your content (i.e. eBooks, white papers and infographics), as well as boost webinar and event registrations.

It’s important to note that Sponsored InMail messages are delivered only when members are active on the site, and delivery frequency caps guarantee your message is noticed.

Make sure all your copy is typo free, easy to read, provides value, and is mobile friendly.

It’s always better to be short and to the point. By valuing the reader’s time, you increase the chances of conversions.

Use only one text link, which should ideally be the same as the call to action (CTA) button. I also recommend using bullet points, which makes it easy for the reader to follow. Lastly, keep your subject line punchy and to the point.

✅ Like this article so you can easily find it later

Lastly, you can consider utilising Text Ads (

These types of ads are LinkedIn’s equivalent of pay per click (PPC) advertising, enabling you to drive new customers to your business.

They are predominantly text-based ads that you can use to drive audiences to your website or landing pages.

As text ads are visually small, I recommend keeping both the image and wording simple, relevant, provide a benefit, as well as a clear call to action (CTA).

Advertising Guidelines

Setting up an ad on LinkedIn is relatively simple.

You’ll need to sign into your Campaign Manager and select one of the three ad formats described above, then follow the instructions.

Before you do so, make sure you familiarise yourself with LinkedIn’s Ad Spec & Guidelines.

For LinkedIn’s detailed Advertising Guidelines, click here:

For a brief outline of the policy on advertising, see below:

  • Accuracy: Do not deceive or lie to the members.
  • Advertising text and contact information: Do not use non-standard spelling, grammar, capitalization, punctuation, or repetition. You can include a single link and either a single email address or phone number.
  • Discrimination: Even if legal in the applicable jurisdiction, LinkedIn does not allow ads that advocate, promote, or contain discriminatory hiring practices or denial of education, housing, or economic opportunity based on age, gender, religion, ethnicity, race, or sexual preference. Ads that promote the denial or restriction of fair and equal access to education, housing, or credit or career opportunities are prohibited.
  • Language: Do not use inappropriate or offensive language.
  • Link behavior: Do not deceive, confuse, or otherwise degrade the experience of members who click on your advertisement.
  • Prohibited Products: Do not advertise adult content and dating services, affiliate advertising, alcohol, animal, copyrighted content, counterfeit goods, data collection and privacy, drugs and related products, fake documents, gambling, hacking and cracking, health matters, loans and financial services, occult pursuits, opposition, political or religious content (exceptions apply), scams, questionable downloads, tobacco, weapons, and fireworks.
  • Sensitive Content: Do not advertise illegal products, dating sites, gambling, hate or violence, weapons, financial status, multi-level marketing programs, inflammatory religious or political content, and more.
  • Trademarks: Do not use trademarks you are not legally permitted to use.

Understanding how bidding works

Not surprisingly, competition for advertising on LinkedIn is high, which is no surprise considering over 80% of B2B marketers use LinkedIn as part of their strategy: LinkedIn is the #1 platform for B2B lead generation, as rated by marketers!

Because of this, you’ll be competing against other advertisers targeting the same audience via ad auctions, which we’ll discuss below.

For Text Ads and Sponsored Content, you bid in two main ways: cost per 1,000 impressions (CPM) and cost per click (CPC).

Whilst CPM is ideal for brand awareness, CPC is great if your intention is to drive leads.

LinkedIn works on a second auction basis, which means you’ll pay the minimum price above the next highest bidder.

For example; if you win the auction by bidding £10, and the next highest bid was £8, you’ll pay £8.01 only. In other words, you’ll be charged just enough to win the auction.

Sponsored InMail bids, on the other hand, are cost per send (CPS), so you pay for each message sent if you win the auction.

There are also minimum costs to advertise:

  • $10 daily budget per campaign;
  • $10 total budget per campaign (an optional feature for Sponsored Content); and
  • $2 minimum bid for CPC or CPM on Text Ad campaigns. The minimum bid for Sponsored Content campaigns varies with the audience you have selected.

Targeting on LinkedIn

LinkedIn’s targeting form is an intuitive tool that enables you to fine-tune your target demographics to achieve the right level of reach.

LinkedIn states that:

The most successful ad campaigns do a few notable things to reach the right audience. Here are some tips to try: 1. For Text Ads, keep your target audience between 60,000 and 600,000 members; 2. For Sponsored Content, have an audience above 300,000+ members; 3. Select no more than 20 targeting criteria to zero in on your audience members

As you select different demographic strata, a preview panel on the right-hand side of your screen will inform you of the estimated reach your selection will achieve. For example:

Whilst successful targeting is very much a process of A/B testing (or split testing), it’s recommended that you start off broad and the narrow your audience over time.

Tracking the success of your ad campaign

The Campaign Manager provides a variety of reporting capabilities that enable you to identify different metrics and track activity on campaigns.

Once an ad has been published, you can view metrics for your campaigns by following the steps below:

  1. Sign in to Campaign Manager
  2. Click the account whose metrics you want to view.
  3. Scroll down and toggle the different types of metrics you’d like to view.

You can filter the reporting date range (Time series) and by Demographics by toggling the tabs along the top panel to review a variety of metrics which include Conversions, Leads, Impressions, Clicks, Social actions and Total Spend – and much more.

If you’re still overwhelmed by all the options available for LinkedIn advertising, I’ll be releasing further posts and articles that get more granular on the subject.

Alternatively, don’t hesitate to get in touch with me today to find out more on how I can manage your adverts and/ or marketing campaigns to generate B2B leads for you.

#LinkedinAdvertising #PPC #SponsoredContent #TextAds #SponsoredInmail #B2BLeads

#FEMxTalks #LinkedOptimization

✅ Like this article so you can easily find it later

✅ Share this article with your network, so they can use LinkedIn more effectively too

✅ Follow me to get notifications of new posts and articles


Femi Opaneye is the Founder & Chief Optimization Officer at I enable Sales teams to generate B2B leads on LinkedIn.

☎ +44 7518 211 444




Twitter: @LinkedInO

No Comments

Sorry, the comment form is closed at this time.